@JustAnEscalator – The world’s only tweeting escalator - KONE 24/7 Connected services for escalators - KONE IMG
@JustAnEscalator – The world’s only tweeting escalator - KONE 24/7 Connected services for escalators - KONE MP4 2m:05s

@JustAnEscalator – The world’s only tweeting escalator - KONE
KONE 24/7 Connected services for escalators

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@JustAnEscalator – The world’s only tweeting escalator - KONE - KONE 24/7 Connected services for escalators

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Title of Entry: @JustAnEscalator – The world’s only tweeting escalator
Brand: KONE
Product/Service: KONE 24/7 Connected services for escalators
Client: KONE Oyj
Entrant Company: hasan & partners
Creative Agency: hasan & partners
Judging URL: https://www.neversatisfied.info/vh-2019-kone-tweeting-escalatorcampaignvh
Live site URL: https://twitter.com/JustAnEscalator
Support URL: http://machineconversations.kone.com/escalators/
Chief Creative Officer: Executive creative director: Tobias Wacker
Account Executive: Head of B to B: Mia Sirkiä
Account Manager: Markus Frick, Ketsia Anttila
Date of Release: 2018-03-01
Notes: WE TRANSLATED 3572 REAL-TIME DATA SIGNALS INTO ENGAGING CONTENT – AND TWITTER FOLLOWED. Each second, around 6000 tweets are being posted on Twitter. This corresponds to over 500 million tweets every day. In February 2018, an unexpected source suddenly crashed the party. By connecting their escalators to the cloud and monitoring their performance, Finnish manufacturer of elevators and escalators, KONE, makes maintenance predictive, tailored and intelligent. We wanted to make this complicated IoT-service concrete and understandable to the wider audience. By interpreting the data provided to the cloud by the escalator, and translating it into readable messages, we created the world’s first tweeting escalator. On Twitter, the world could follow the inner thoughts of an unnamed London escalator - and they did. The use of social media, specifically Twitter, as a platform for our communicational concept, allowed us to interact with our audience in a completely new way. In an attempt to simplify a fairly technical service and make it easily approachable and engaging, we used the framework and limitations of Twitter to our advantage and created a campaign the likes of which the world has never seen before. As we have access to the inner thoughts of a London escalator, why not translate them into human tweets and share them with the world?
Digital Producer: Executive producer: Marc Stevenson
Developer: Dean Clatworthy
Production Company: Spoon Publishing Oy , Trickle Distribution
Art Director: Timo Huopalainen
Copywriter: Niclas Runeberg, Rasmus Stoltzenberg
Other Credits: Production AD: Karin Gellman
Other Credits: Executive Vice President, Marketing and Communication: Max Alfthan / KONE Oyj
Other Credits: Marketing Communications Manager: Anna-Kaisa Ehnqvist / KONE Oyj
Other Credits: Managing editor : Laura Vinha / KONE Oyj
Other Credits: Communications Manager and Writer: Scott McMahon / KONE Oyj
Other Credits: Marketing Communications Director: Suvi Silvanto / KONE Oyj
Other Credits: Director Communications: Liisa Kivelä / KONE Oyj
Other Credits: Agency Director: Lena Barner-Rasmussen / Spoon Publishing Oy
Other Credits: Content director: Asha Gopalkrishnan, Editor: Nikhil Sivadas / Spoon Publishing Oy
Other Credits: Creative & distribution director: David Larsson / Trickle Distribution